What are Smart Forms?

Smart Forms (also known as Smart Lead Forms) allow your existing lead capture forms to qualify leads on-the-fly, immediately when the form is submitted. When your smart form is submitted and the lead information does not meet your qualification criteria, the information is submitted to your backend database (such as Salesforce or Salesforce Pardot) just like it normally would and the visitor is shown your default "thank you" message. However, when your smart form is submitted and the lead information DOES meet your qualification criteria, the information goes to your backend database AND a conversation is opened in real-time for the qualified lead and your sales rep to have an immediate meeting. Instantly talk to your qualified leads the moment they fill our your lead forms, no waiting, 0 minute response time. Instant conversations result in instant conversions for sales.

In this guide you'll learn how to set up Pardot forms to dynamically qualify inbound prospects based on the data they submit in your Pardot form.

Your Existing Pardot Forms

If you're reading this guide is likely that you have some existing Pardot forms on your website and/or landing pages. That's great! First, you'll need to make sure that the Qualified javascript snippet is installed on all of the pages that are being visited, those being either the pages on your website (instructions), your Pardot landing pages (instructions), and the completion/success pages if your Pardot form redirects to another URL upon completion (which are either pages on your site or other Pardot landing pages)

Now that we've got that out of the way, let's go back to talking about your Pardot forms. Pardot forms typically have a number of fields that are designed to collect prospect information, and when submitted, that data flows into Pardot in real-time. A typical Pardot form on your website looks something like this:

A typical Pardot form
A typical Pardot form

Turning Your Pardot Form into a Smart Form

Setting up Pardot smart forms is relatively simple. If you have basic experience with Pardot forms and completion actions, you should be able to turn your existing Pardot lead forms into smart forms within 30 minutes. Note, there are 3 ways you might have your Pardot forms set up, so read thorough the 3 options below and make sure you're using the right approach based on your Pardot form configuration

1) Forms On a Pardot Landing Page

If you are using the "Show Thank You Content" completion action on your Pardot forms, please continue reading along. There are two types of forms that you might have on your site. If you are using a Pardot form with a "Show Thank You Content" completion action on a Pardot landing page, the form is NOT wrapped in an <iframe>. If this is the case all you need to do is to add the following script to your thank you code on the form.

Note: If you copy and paste the javascript below, you MUST include your unique experience ID.

<script>
window.qualified('pardotFormSubmitted', 'YOUR_EXPERIENCE_ID_HERE')
</script>

Add the script shown above to the "Thank You Code" in your Pardot form completion action as shown below:

Adding the script to your Pardot form Thank you Code
Adding the script to your Pardot form Thank you Code

2) Forms Embedded in an IFRAME

Now, if your form is not on Pardot landing page and is instead EMBEDDED on your website in an <IFRAME>, all you need to do is to add the following script to your thank you code on the form.

Note: If you copy and paste the javascript below, you MUST include your unique Qualified token and your unique experience ID

<!-- Your Qualified Javascript Snippet -->
<script>(function(w,q){w['QualifiedObject']=q;w[q]=w[q]||function(){
(w[q].q=w[q].q||[]).push(arguments)};})(window,'qualified')
</script>
<script async src="https://js.qualified.com/qualified.js?token=YOUR_TOKEN_HERE">
</script>
<!-- End Your Qualified Javascript Snippet -->

<script>
window.qualified('pardotFormSubmitted', 'experience-1234567890123')
</script>

Add the script above (making sure you use your Qualified javascript snippet) to the "Thank You Code" in your Pardot form completion action as shown below:

Add the script to your Pardot form Thank You Code
Add the script to your Pardot form Thank You Code

3) Forms That Redirect to a "Thank You" Page

If your Pardot form Redirects to another URL upon completion, commonly referred to an a "Thank You Page" then you'll need to make one minor modification. That being, you'll ned to add a URL parameter to the end of your thank you page URL. The URL parameter you'll need to add is q_pardotFormSubmitted=EXPEREINCE_ID and it is added using standard URL syntax.

So for example if you have a standard thank you page located at:

https://www.mywebsite.com/thank-you

Your thank you page URL will become:

https://www.mywebsite.com/thank-you?q_pardotFormSubmitted=experience-1234567890123

This is what it looks like when you configure it in Pardot:

Adding the Qualified query parameter to you form URL redirect
Adding the Qualified query parameter to you form URL redirect

Next Steps

As a next step, you might find the following educational resource guides useful:

Request a Live Demo

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.